Common Goal’s Rebrand: A New Era of ‘Football for Good’ by Barkas

Common Goal, a global movement dedicated to harnessing the power of football for social change, recently embarked on a transformative rebrand in collaboration with the independent creative agency Barkas. More than just a visual update, this rebrand signifies a broader strategic evolution, marking a new chapter in the organization’s three-decade-long commitment to ‘football for good.’

The origins of Common Goal trace back to 1994, following the tragic assassination of Colombian footballer Andrés Escobar. In response, the initiative streetfootballworld was born, establishing a network of football-based community organizations aimed at fostering positive social change. Over the years, this network expanded significantly, now comprising over 200 organizations across 100 countries.

With the launch of Common Goal in 2017, streetfootballworld and Common Goal merged, united by the shared ambition of creating an equitable playing field for all. This evolution required a new brand identity—one that could encapsulate both the initiative’s legacy and its future aspirations.

Seeking a creative partner who could capture both their passion for football and the striking aesthetics of iconic brands, Common Goal turned to Barkas. Founded in 2014, Barkas is an independent creative agency with offices in Copenhagen, Stockholm, and Oslo. The agency has an impressive portfolio, having worked with global brands like IKEA, ACNE STUDIOS, Marshall, Glossier, and Chobani.

Barkas approached the project with a clear objective: to create a brand identity that would resonate with both grassroots football communities and global audiences. Their work needed to balance authenticity with the edginess and desirability that define leading consumer brands.

Jürgen Griesbeck, the founder of Common Goal, emphasized the importance of this balance, stating, “We wanted to work with people who understand what we do as an enabling platform for the entire football landscape, but who can also bring the edginess and desirability you get with great consumer brands that means people proudly wear the logo on a t-shirt.”

With this rebrand, Common Goal is poised to strengthen its impact, uniting football communities, players, and organizations worldwide. The collaboration with Barkas has not only redefined the organization’s visual presence but has also reinforced its position as a leading force in football-driven social change.

As Common Goal continues to grow, its new brand identity will serve as a beacon for inclusivity and progress, ensuring that the movement remains at the forefront of global efforts to make football a powerful tool for good.

Common Goal’s Rebrand: A New Era of ‘Football for Good’ by Barkas

Common Goal, a global movement dedicated to harnessing the power of football for social change, recently embarked on a transformative rebrand in collaboration with the independent creative agency Barkas. More than just a visual update, this rebrand signifies a broader strategic evolution, marking a new chapter in the organization’s three-decade-long commitment to ‘football for good.’

The origins of Common Goal trace back to 1994, following the tragic assassination of Colombian footballer Andrés Escobar. In response, the initiative streetfootballworld was born, establishing a network of football-based community organizations aimed at fostering positive social change. Over the years, this network expanded significantly, now comprising over 200 organizations across 100 countries.

With the launch of Common Goal in 2017, streetfootballworld and Common Goal merged, united by the shared ambition of creating an equitable playing field for all. This evolution required a new brand identity—one that could encapsulate both the initiative’s legacy and its future aspirations.

Seeking a creative partner who could capture both their passion for football and the striking aesthetics of iconic brands, Common Goal turned to Barkas. Founded in 2014, Barkas is an independent creative agency with offices in Copenhagen, Stockholm, and Oslo. The agency has an impressive portfolio, having worked with global brands like IKEA, ACNE STUDIOS, Marshall, Glossier, and Chobani.

Barkas approached the project with a clear objective: to create a brand identity that would resonate with both grassroots football communities and global audiences. Their work needed to balance authenticity with the edginess and desirability that define leading consumer brands.

Jürgen Griesbeck, the founder of Common Goal, emphasized the importance of this balance, stating, “We wanted to work with people who understand what we do as an enabling platform for the entire football landscape, but who can also bring the edginess and desirability you get with great consumer brands that means people proudly wear the logo on a t-shirt.”

With this rebrand, Common Goal is poised to strengthen its impact, uniting football communities, players, and organizations worldwide. The collaboration with Barkas has not only redefined the organization’s visual presence but has also reinforced its position as a leading force in football-driven social change.

As Common Goal continues to grow, its new brand identity will serve as a beacon for inclusivity and progress, ensuring that the movement remains at the forefront of global efforts to make football a powerful tool for good.